And it is interesting in that it has more female readers than male ones, which is very rarely discussed but it a key to their success.

Obviously no one vaguely left of centre would appreciate it's editorial stances, but it's not like it gets a free ride, it probably gets more vitriolic attacks and derision than any other element of the media.

but it does appeal to everyone. I despise it and everything it stands for, but I read the copy in the office as there is some part of me that loves getting wound up by just how shit it is. It works on every level, yer man in the street loves getting wound up by the latest non-story about a health and safety infringement.

That article above pretends people hate it because it "routinely mocks employees of the BBC, the liberal press and the public sector and makes a speciality out of revealing their salaries and expense claims". Sorry. that is utter bullcrap.

Damn those Guardianistas for demonising Daily Mail readers. Demonising and lazily stereotyping a specific strata of society is the lowest form of political argument. Primrose Hill. Primrose Hill. Primrose Hill.

and they have a reputation for being the last publication that really offers decent freelance pay across all its sections.

It's outrageously hypocritical and a lot of what they publish is vile, but page for page it's not really the screaming hate organ that some people think it is. They do a surpisingly large amount of stuff on police racism/thuggishness.

But I think regardless of your politics, its general manipulativeness and penchant for taking the moral high ground while filling its pages - especially webpages - with scantily clad women should probably discount it from the headline statement.

Page after page of try-hard shiny trendy shiz. Punctuated by the same old adverts and reader offers that have been in these magazines forever, for stuff like garden tools that won't hurt your back, his and hers elasticated slacks, and a new fangled (but vintage styled) cd-ripper.

Sales of Independent + The i are greater the Graun. Hmmmm, interesting.

No NoTW-centric: Daily Star Sunday has nearly doubled year on year sales. Mirror and People are up by well over a half. Sunday Express up by a quarter. All others down. All dailies properly haemorrhaging sales.

Since the Times went tabloid-size, the old definitions are all a bit redundant, but basically the Mail doesn't market itself at the same C2DE group that the Sun does, so it's a different beast entirely.

'Mock the Mail and you are mocking the entire value systems of its brassy, aspirational readers' - Yes I know that, I AM mocking their value systems. What a completely obvious thing to say. I think their values fucking stink. I wouldn't wipe my arse with it.